Ughhh… “Influencer”. I swear every time I hear that word, I die a little inside. The word is pretty new, after all, and I’ve been doing this blogging lark for more than 8 years. I never got into it to make money and while the blog has grown and yes, opportunities for making money have come my way, the raison d’être for its existence has never been to MAKE people buy things they don’t need or want.
And perhaps I’m being totally naive here. I’m still somehow hanging on to the idea that people read or follow Swoon Worthy to be inspired and to learn about decorating their home – whether they have a huge budget or just a small one. It’s not about pushing products down people’s throats and forcing them to part with their hard-earned cash – it’s an invitation to be a part of one person’s journey.
If you fancy going back 5 or 8 years into my blog, there weren’t fancy pictures, I had no freaking idea what I was doing when it came to interior design. I was learning and sharing my successes and my failures with whoever fancied reading. Of course, with all that practice, I’ve learned a lot about design. But it was and still remains a journey for me. I’m still learning, I’m still teaching, I’m still sharing. It’s still about growth.
As much as I enjoy Instagram, I do have a feeling that this is where the whole ‘Influencer’ thing got its start. I can’t help but think of mid-century iconic photographer Slim Aarons who said he only wanted to shoot “attractive people doing attractive things in attractive places.” And now, well, that’s what everyone wants to see on Instagram, isn’t it? And so those that were able to create this holy trinity of beauty and aspiration shot into the limelight, sometimes amassing hundreds of thousands of followers in a relatively short time. And where followers go, brands will follow, throwing marketing budget around and creating words like “influencer” which makes all the people out there creating awesome content on all sorts of different platforms in all sorts of different ways to recoil in horror at the term.
So what happened next? Many relatively inexperienced “influencers” were suddenly being promised wads of cash to shill any old thing, whether they like the product or used it before or not. Washing Powder? Sure thing. A bar of chocolate? Of course. An appetite-suppressing lollipop? How much are you paying me? Oh, well in that case, absolutely. A 4 day holiday to Bali? Hell yeah. (Okay, full disclosure, I’d probably be tempted by Bali too – wouldn’t you?)
But this inexperience and sudden ‘fame’ leads to problems. As someone who has been in this blogging game for a long time (I know, I’m old, alright?!), I’ve had plenty of time to grow into brand collaborations and learn from that experience. It’s taken me years to build my audience and so in that time, I figured out what worked and what didn’t – what I was comfortable doing and what I definitely wasn’t. I’m thankful that I was given that chance before I had a large following anywhere, before the scrutiny and before we had this bright shining light on content marketing that we see today – and that’s not because I was doing anything intrinsically ‘wrong’ – I was just inexperienced. The PRs and Brands and bloggers and YouTubers – we were all kind of figuring it out together to be honest.
I remember the very first time I was approached by a brand. It must have been about 7 years ago and it was for a spray-on carpet cleaner. They sent it to me for FREE (OMG!!!!) (of course, I wasn’t paid anything). I was so blown away that I didn’t even have to go out and BUY the carpet cleaner, I joyfully promised them a blog post. It took me probably 5 hours to shoot and write that post all for a £3 bottle of cleaner, trying to get my cats in the pictures (it didn’t work) and trying to figure out how to get a ‘nice’ picture of a stained carpet (you can’t). I hated doing the post. And then I felt stupid and embarrassed that I was using my blog to sell carpet cleaner. It was such a huge mistake I swore I’d never do that again. Lesson learned. (And no, you won’t find the blog post in my archives, I deleted it long ago – it was terrible.)
The thing is, over the years that followed, I learned how to work with PRs and Brand Managers, developing relationships, ensuring that whatever collaborations I took on were right for me and for my blog, all the while as my audience grew and the promises of bigger or more expensive collaborations came my way, I was still always aware that I wanted to remain true to my original goal – to inspire, to teach, to share my journey. Any money I made from these simply assisted me monetarily to do that better.
I paid attention as over the last few years, laws were introduced to ensure it was clear to my audience when something was paid or gifted or sponsored and did my best to make sure I was following the rules as best as I could. As I said in this post – if content creators are confused by the laws, then what hope does a casual reader or follower have to understand it all? Apparently, the CMA is looking to crack down on those who aren’t following the rules, making it easier for people to understand the difference between someone talking about a product they bought themselves versus someone just talking about it because they’ve been paid to do so. And honestly, I totally welcome that. Clarity can only be a great thing for everyone involved.
Today, I probably accept about 2% of the collaborations I’m approached to do. I have always been that picky. Sure, I could have made heaps more money over the years but at what cost to my dignity? And who’s to say that any audience I did have wouldn’t have left me long ago if I was just after the money and didn’t do it because I actually love it?
And I think this is the big difference between someone who identifies as a blogger as opposed to someone who identifies as an ‘Instagrammer’ – or worse, an ‘Influencer’. It takes years to build up a blog audience to the point where money starts to become a part of it (SEO is hard and it often takes years to build a decent following!) but it may only take months to build a big following on Instagram. That lack of experience results in many Instagrammers not quite knowing how to work with brands or how important disclosure really is. It leads to massive f**k ups and audience deception, throwing all of us that have been lumped under the word “influencer” into one big murky grey water.
Of course, there are always plenty of exceptions to my rant. I’ve seen my share of bloggers who still don’t disclose or have only created blogs to maximise on ‘free stuff’ and many Instagrammers who are doing an amazing job creating gorgeous, generous and honest content. So this certainly isn’t a blogger vs Instagrammer rant – not at all. Only that I think that quick rise to ‘fame’ can sometimes be detrimental simply through lack of experience and professionalism or perhaps even willful ignorance. Trying to group everyone from a hobby blogger with a genuinely loyal audience to a former ‘star’ of Love Island into the same category as ‘Influencer’ is absurd.
And ya know, I’m sorry but just because you have 20k followers on Instagram and you are throwing out discount codes like confetti based on your pretty face, doesn’t make you a content creator. If you have stooped down so low as to buy your followers and buy your likes, you are not a content creator. If you are not actually contributing anything of value aside from the perfect shot of you sitting outside of Peggy Porschen, you might be a marketer’s dream, but you certainly aren’t anything more than that. As Jason Goldberg so eloquently put it, influencers take, creators give.
Would a film director be called a ‘ticket sheller’? An athlete be called a ‘sponsor face’? No, of course not. So why am I essentially being packaged up as someone who simply ‘influences’ other people to buy shit? I like to think that I do a lot more than that. I much prefer the term ‘content creator’ but hey, if you want to keep it simple, ‘blogger’ is actually just fine.
THIS!!! I’m so tired of so-called influencers pushing all sorts of cr*p on their Instagram feeds! I’m also fed up with seeing – as you pointed out – people describing themselves as content creators. I mean, the moment you post something on a blog, on social media, write an article for a magazine or even an ad, you’re basically creating content of some sort. On the other hand, I’m often being approached by companies thinking I’m an influencer just because I happen to have an Instagram account and asking me to work for products/free. I then have to explain that I’m a professional photographer/stylist not a bloody influencer and they’re more than welcome to hire me and pay my fee… Ugh…I could go on. Anyway, thanks for this post!! ;-) xo
Yeh this has been bugging me for some time too. I don’t like the term at all! Like you, I just want to be known as a blogger. Freelance blogger works for me, and as such I share my content on social media – IG included. If it ‘influences’ people to try and buy then I’m flattered but at the end of the day I want my content to be inspiring (as well as provide my income). It’s a fine line and takes years of practice to get right. It will be interesting to see where this all goes x
Great post! This totally put into words my exact thoughts on the subject! As always, thanks for sharing!
I’m not in this world at all, so this is all new information to me. But it does seem like you’re using a very narrow interpretation of the term ‘influencer’.
It could be taken to mean ‘person who influences others to think that purple and gold is a fun and glitzy colour combo’!
It sounds like the problem is more that the word has taken on a negative connotation recently and you’d like to distance yourself from it, which is completely fair. But you might find yourself in exactly the same situation a year from now with whatever term people flock to instead!
As an impartial observer, it seems like the real problem is the undesirable behaviour you mention (e.g. not disclosing paid-for posts), not the language around it.
Hey Ally, thanks so much for your comment – it’s always good to hear from those outside the ‘bubble’ because it’s far too easy to see things from only one perspective when you are sort of in the middle of it! I do think you are right in terms of the word suddenly taking on a very narrow, very negative connotation and my wanting to distance myself from that (and clearly, based on the comments here so far, I’m not alone!). I think when I first heard it, I didn’t actually care! Maybe we should just get rid of all these descriptors and we should be able to choose for ourselves what we’d like to be called, no matter what we do? I’m not sure what the solution really is but it’ll be interesting to see how things move on from here :) xxx
I didn’t actually mind the term ‘social influencer’ until quite recently. For me it mean’t ‘influencer’ of taste. Not an ‘influencer’ to get you to loosen your purse strings. It’s all become rather distasteful and us long-term bloggers are certainly feeling the back-lash. A really good, honest post hun. All well said. x
Great post! Loved reading the other side of this experience and happy to continue to support the Bloggers of the world!
As a Marketer, “Influencers” are the hot new trend. Personally, I like to stick to the tried and true “Brand Ambassador”. They’re not pumping product because they’re being paid to, rather because they genuinely like the service we provide! I’m always looking for new people of influence (<– subtle difference) to work with and, hopefully, convert to Brand Ambassadors.
Aww thank you!! I quite like the idea of Brand Ambassadorship too! There are many brands that I absolutely adore and tend to talk about whether it’s part of a sponsorship or not, simply because they fit so naturally into my content. I agree it’s a great way forward and has a much nicer ring to it ;) xx
I remember that carpet cleaner post, Kimberly 😬😂. This post totally echoes my thoughts. I detest the word “influencer” and never want to be called that. I’m also fed up of all the undisclosed advertising or #ad hidden in the middle of a cloud of 30 hashtags. And all the instagammers starting up blogs… 🙄🙄. It’s giving us all a bad name! It’s strange I don’t see myself as a blogger either, even though that’s primarily what I do for now. At the core of everything, I’m an interior designer and all I want to do is to share my ideas/tips to inspire and help people with interior design. You are a fabulous and inspiring example in the blogging industry! xx
Oh my god Meera, I can’t believe you remember that! Ahh the early days, eh? LOL! I’m right there with you on the frustrations of it all! And thanks darling for the support, you’re a star xx
Such a great post. I love this “influencers take, content creators give”. The term influencer definitely has negative connotations now and it’s no wonder that people want to distance themselves from that term. I don’t think I’ve ever been referred to as an influencer and I don’t feel like I am one, but I wonder if that’s because I don’t have a large Instagram following? I think the two are very closely linked and bloggers who are popular on Instagram risk getting lumped in with so-called influencers.
I do get fed up with the product pushers, and I follow far fewer folk on IG than I used to because when 20 people simultaneously rave about a vacuum or some such, it’s so apparent that they’re being paid to – and no-one ever says ‘well, this was free and I’m supposed to love it but I don’t!! Although I trust that you would which is one of the reasons I still love following you!!
great post kimberly, I can’t bear the word ‘influencer’ because it just seems vacuous. You create content, you provide advice, information, tips, you don’t encourage me necessarily to buy stuff. Very interesting debate to be having!
Wayne – hi. Can you pop out and buy Kimberly a candy bar from me? She is my favorite blogger and she seems super annoyed. And rightly so.
Kat
HAHAHA! I love you Kat. xxx
Really enjoyed this post – my blog is very small-time and I’ve never had any kind of income from it but I couldn’t ever imagine wanting to be known as an ‘influencer’. It sounds very ‘snake-in-the-grass’. I hope it’s comforting to you to know that the difference between an “influencer” and a content creator is immediately apparent these days… This blog is one of few that I come back to every week because I know I’m going to get quality reading every time – “generous” content, as you put it! (Love that.) Don’t get disheartened by the hoards of fame-chasers, the real gold dust in this game is having a loyal, engaged audience (not just the numbers), and you definitely have that! Rx
I think people follow you because of you and how your honest personality shines through in your blog. I know I do.
Do you ‘influence’ me – yes – to think about colours, textures, design personality etc. I could easily use the word inspire rather than influence. Has that had an impact on my purchasing choices yes – I certainly have a prettier house than before I started regularly following you😊
It doesn’t mean I’ve only bought things you’ve recommended though. As an adult I can choose.
I really hope all this influencer craze doesn’t annoy you so much that you stop doing what you do as it’s fantastic.
Try and stuff the ‘label’ as best you carry on being true to yourself as you clearly are.
Take heart – there are people out here (not just me) that know the difference between talent and celebrity for celebrity’s sake. It’s a sad fact of modern life that the latter seems to pay better…. like the school popularity contest on speed! There is a quiet backlash out there though.
Kimberly! Hey friend! I’ve unsubscribed to blogs because the paid posts were overwhelming and annoying. I didn’t believe or trust these women. If you girly advise a cool product or discount etc. I’m there – well ok if it’s something I can take advantage of from The States I will… xx😘😘
I’m not a blogger/instagrammer and only subscribe to a very few blogs – and I keep reading yours for ‘the content’. Just so you know from ‘this side’ – you definitely don’t come over as someone pushing product; in any posts featuring a brand it’s always obvious how creatively and sincerely you’ve put it together; and there is consistency in what you present – so I believe you when you say you ‘really love it’ :0)
Social media has just magnified the fact that there will always be an ‘easy audience’ (easily manipulated, undemanding, unsophisticated?) – and those willing to offer up any old crap in response. But there are still plenty of other people out there who are selective/considered in their choices and appreciate quality. Your hard work does not go unnoticed!
ALL OF THIS IS SPOT ON. I have on my business card writer and presenter because that is what I do. Influencer sounds so horrid like a term for a cool kid in scool, which I never was btw, or something far more subversive. I do not want to influence my audience I want to entertain them and engage them and when I get a thrill is when I get an email from a reader.
The IG thing, I believe is a fad you cannot create evergreen content on IG
“perhaps I’m being totally naive here. I’m still somehow hanging on to the idea that people read or follow Swoon Worthy to be inspired and to learn about decorating their home – whether they have a huge budget or just a small one. ”
This is me!
I am one of your readers coming to your blog for some honest inspiration, achievable style, and a variety of budgets. I love your decorating posts, your Save or Splurges, your food and style… all of it.
Keep doing what you’re doing! I check a few blogs every lunch time, and when you have a new post i truly look forwards to reading it.
Love you blog! You are a creator! I have actually unsubscribed from a lot of other bloggers that have either stopped or rarely create content and/or provide inspiration. Hate the sponsored posts since very few are believable or relatable. I completely understand blogging is a business but it seems that money has just sucked a lot of the fun out of reading blogs.
Dear Kimberley. I do not like the word ‘influencer’ either, though I absolutely like being one (I mean that’s the biggest compliment you can get as teacher, isn’t it, influencing your pupils in a positive way, making them grow, inspiring them…). As for my blogging part of life I do love your choice of words. It’s actually what I intend to do: creating content to inspire others. So you will understand that I loved reading your blogpost, especially since I am a beginner, who is not buying followers and concentrates on creating content instead! Thanks for putting it so beautifully into words. Love, Lieske
Interesting take on the word and whilst I dont like it either, please find me an alternative?
Blogger just doesn’t do it for me these days! It doesn’t describe how, what or why etc. we do what we do. It doesn’t describe the years we put in to building an audience. It makes us sound like we are cashing in on a trend…
It is the cheaters that I reserve the word ‘hate’ for so frustrating eh?
I do love your writing…and your pretty pics
Keep on doing what you love Kimberly because you do it so well!
Ashley x
I’m so late to your post! Loved reading it and could agree more. I hate word influencer too and I picture myself sitting on my couch as an old woman with my hands up cursing those darn millennial influencers. I feel so old sometimes when I look at the stuff my kids follow and think is cool and is being pushed on them by their insanely popular teenage influencers. It gets even worse on YouTube. It’s an entire different world to Instagram and it’s all a very scary shift to me. My kids think it’s normal and I really don’t get it anymore
Thanks lovely and I totally know where you’re coming from (despite not having kids)! I watched an episode of Follow This on Netflix (it’s Buzzfeed’s programme if you haven’t seen it) on Teenage Influencers and it blew my mind. I don’t get it either although I don’t think we are meant to! I’m getting too old for this shit! LOL! xxx
YES!!! I watch that show too and I actually made my daughter watch that episode with me and the gaming addict episode with my son. Teenagers are such odd creatures ;)